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Store Highlights

With CHOOSEE, you have access to some of the best natural and organic food in Japan. You can choose from products that are exceptional in taste and quality, and also look after your health and the environment at the same time.

At CHOOSEE, we choose: Exceptional taste & quality; Ecology – understanding and respecting how we and our fellow creatures interact with each other and our environment; Earth – we have only one – let’s look after it; Empathy – understanding and meeting your needs; Ethics – doing what is right always; Excellence – in everything we do; Eternity – our time frame; Effectiveness – in achieving our goals.

CHOOSEE is the retail brand and registered trademark of MIE PROJECT Co., Ltd. MIE PROJECT is a “next generation company” in the sense that it aims to apply next generation ideas to doing business that support sustainability and social responsibility, thereby looking after the interests of present and future generations. MIE stands for the company’s 3 core values: Meaning, Inspiration & Effectiveness.

Our meaning or purpose, is to help you enjoy life by making available delicious and healthy food, and also to help promote sustainability. Organic food is becoming more popular around the world. However, although it is easy to find a wide variety of organic food in the US and Europe, it is far more difficult to find organic food in Japan. But the situation continues to improve, and our products are increasingly found in a wide variety of retailers and cafes throughout the country.